Following the shocking death of Chris Noth’s Mr Big character after collapsing after a Peloton workout in the opening episode of HBO Max’s ‘Sex and the City’ revival series ‘And Just Like That’, the high-tech fitness equipment brand responded with a humorous low latency social spot titled ‘And Just Like That…He’s Alive’.
According to Peloton, the company had actually approved the show’s use of one of its products as well as the appearance of fictional instructor Allegra – played by real-life Peloton cycling instructor Jess King – in the 9 December opening episode.
The shocking storyline for Sarah Jessica Parker’s lead character Carrie Bradshaw’s on-again-off-again love interest turned devoted husband generated intense attention for the exercise equipment company after one of its exercise bike models featured in the death scene and it was met with a good natured, humorous response from Peloton which sought leverage the drama via adding a positive spin on the media and social coverage.
Peloton’s quick social response spot, which came on 12 December, also features actor Noth and instructor King with the pair toasting in a cozy room decorated for the Christmas season before considering another workout on Peloton bikes.
“To new beginnings,” says Noth. “Shall we take another ride? Life’s too short not to.”
Then advertisement then closes with narration by actor and ambassador Ryan Reynolds who lists the health benefits that can come with using a Peloton bike.
“And just like that, the world was reminded that cycling stimulates your heart, lungs and circulation, reducing your risk of cardiovascular diseases,” Reynolds says. The commercial ends with an abrupt, knowing declaration of “He’s alive.”
And just like that…he's alive. pic.twitter.com/bVX8uWypFZ
— Peloton (@onepeloton) December 12, 2021
The campaign saw Peloton work with Ryan Reynolds’ Maximum Effort agency.
“Working with Ryan Reynolds and his marketing company, Maximum Effort, we filmed a spot with actor Chris Noth and Peloton instructor Jess King,” explained Peloton Senior Communications Lead Denise Kelly. “We filmed the spot in New York City this weekend and the entire project came together in less than 48 hours… Maximum Effort was recently acquired by software company MNTN, and Peloton was an early hand-raiser to be a part of MNTN’s new Creative-As-A-Subscription (CaaS) service. This enabled both teams to quickly together to produce this ad.”
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As well as the ad creative – which was designed to flip a potentially unwanted association into eyeballs and accoldates – Peloton also issued a statement highlighting Mr Big’s unhealthy lifestyle (from his cigar smoking to his fine wine drinking) and hinted that they may be probable causes of his demise.
Nevertheless, the company’s stock price did fall in the 48 hours after the show premiered.
Yet its own response campaign notched up more than 3m views within 24 hours of being posted on Peloton’s own Twitter feed.
This campaign followed on from Peloton’s 2019 holiday campaign fumble which saw its seasonal creative criticised for sexism and it quickly became known as the ‘Peloton Wife’ spot.
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